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YouTube Digital Marketing Background & Strategy

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What is it?● Market-dominant video sharing website, on which users can view, upload and share videos

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Size of Audience:● 800 million unique users per month● More than 100 million social actions (shares, likes/dislikes, comments) per week● Users in 43 countries, across 60 languages more than 1/10 of worlds population

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Digital Behavior Segmentation Efficiency Experts: "sees the adoption of digital devices and services as a way to make life easier;" 41% of global sample Content Kings: "includes dedicated gamers, newshounds, movie buffs, music lovers and TV fans;" 9% of global sample Social Butterflies: "these consumers cannot imagine not being able to instantly access any of their friends;" 15% of global sample Connected Maestros: "combines the behaviors common to Content Kings and Social Butterflies with even more sophisticated behaviors;" 35% of global sample

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Digital Consumption● Over 4 billion hours of video are watched each month on YouTube● 72 hours of video are uploaded to YouTube every minute● Average YouTube user spends 900 seconds per day● 2 billion views per day● Millions of videos are favorited every day● Millions of subscriptions happen each day. Subscriptions allow you to connect with someone youre interested in — whether its a friend, or the NBA — and keep up on their activity on the site● There are 500 tweets per minute containing a YouTube link, over 700 YouTube videos are shared on Twitter each minute● 500 years of YouTube video are watched every day on Facebook● 100 million people take a social action on YouTube (likes, shares, comments, etc) every week● More than 50% of videos on YouTube have been rated or include comments from the community

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Gen Vage 18-34 age 18-49 ● 1 in 3 visit Youtube multiple times per ● Early adopters of technology day ● 1/2 shared online content in the past ● 1 in 5 visit Youtube on mobile daily week ● Almost twice as likely as P18+ to ● Share and receive video regularly share and receive videos regularly with their network but not as much as with their networks males 18-34 segment ● Half subscribe to specific Youtube ● 40% subscribe to specific Youtube channels or content creators channels or content creators ● 2/3 use Youtube monthly ● 25% actively seek out videos related ● 3 in 4 Smartphone owners use the to their particular interests and app monthly passions ● Early adopters of technology ● They have radically shifted their media habits to accommodate new devices and platforms that fit into their lifestyle

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YouTube Metrics A few key metrics:● Uploaded Video Views● Subscribers● Total Time Viewed● Total Like / Dislike Ratio and growth● Channel Engagement Rate● Channel View Rate● Number of Videos YouTube has two main reporting features:1. Engagement Reports2. Views Reports

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Engagement Reports● Subscribers: ○ Are more engaged with your conent and watch videos on a consistent basis● Likes & Dislikes● Favorites● Comments● Sharing: ○ How many times video has been shared through "share" button● Call-to-Action: ○ An overlay to share more information about the content of your video

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How To Use These MetricsCheck ratings to see what resonates with your audience● Compare likes, dislikes, comments and favorites of video from publication up until present day● Use this information to determine what video content your audience likes and what content they don’t like● This will help determine what kinds of content to produce in the future

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How To Use These Metrics Research significant discovery events● Gives you actionable insights into which marketing channels drive traffic to your videos over others and allows you to focus your efforts● Excludes less significant sources of traffic● Take note of the websites that embed your YouTube videos

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How To Use These Metrics Analyze your audience demographics● Segment your audience based on the content of your video ● Make better informed decisions for future content creation and marketing strategies.

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How To Use These Metrics Monitor viewer drop-off● Understand where your viewers stopped watching your video● Discover weaknesses in your video content and help you prevent the same issues in the future ○ Was the video too long? ○ Was the conent not relevant? ○ Is the video boring?● Make note of any surprising places where viewers simply stop watching your content

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How To Use These Metrics Track traffic sources● YouTube Referrals ○ See the title of each video that drove traffic to the video you’re currently analyzing● Determine whether traffic from YouTube search or YouTube suggested videos is more important to your video promotion strategy

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How To Use These Metrics Take note of sharing statistics● Social media sharing is key to "going viral"● Figure out why certain videos are more popular than others● Add social media calls to action in your videos to encourage sharing● Use YouTube annotations to drive viewers to perform a particular action

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How To Use These Metrics Encourage subscriber engagement● Monitor the growth of your subscriber base to understand the overall reach of your YouTube content● Use the subscriber report to get a better sense of the subscribers you lost or gained on a video-by-video basis● Use this report to test the use of annotations to see if your channel’s subscriber rate rose or fell as a result

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How Brands Use YouTube: StorytellingA powerful direct marketing tool: its an opportunity for brands to speak directlywith consumers.more as part of the marketing mix rather than a tactic in a vacuum.Secret to success: consistently and frequently publish refreshing content thathas intrinsic value for audiences online. Source: http://mashable.com/2009/06/01/youtube-brands/